by Klaus Schachinger, Euro am Sonntag
There is no all-clear: "Your margin is my chance" – this early challenge from Amazon founder Jeff Bezos to retailers and other competitors of the online giant is still valid today. Because the end of the expansion of the world's largest Onlinehndlers is far from in sight.
Seattle-based giant Washington, for example, is expected to boost US retail market share to 41 percent this year, according to estimates from US bank Needham. By comparison, in 2016 it was 34 percent. And by the year 2021, the growing octopus is supposed to hold even 50 percent of the trading volume.
Nonetheless, some traditional closed-end trading companies succeed in defending their shares. These include supermarket operators such as the global number 1, Walmart, Costco Wholesale or Target and America's largest home improvement retailer Home Depot. During the peak sales weeks between Thanksgiving and Christmas, the corporations also booked more sales in their stores.
Wall Street investors who put their money up to these companies have posted double-digit gains since September. The recipe for success: Walmart and Co bundle their traditional strengths with innovations in online sales.

Walmart is going ahead
Especially Walmart goes into the offensive. The global Primus got with Marc Lore a highly talented company founder in the house. Lore's e-commerce start-ups were quickly putting away Amazon's attacks.
For example, Diapers. The online company, whose name is also the English word for diapers, found out how the coveted Nsseschutz for babies despite high transport costs can be sold profitably: Diapers also offers accessories and toys for babies and toddlers. It quickly became the US store a strong brand for parents on the Web – until Amazon grabbed the nasty climber 2011 for 500 million dollars.
Four years later, Lore went online with a new idea and his next company. The founder had realized that customers could accept longer shipping times if they could save money. In addition, Lores Onlineshop Jet.com discounts, if several items were ordered from a warehouse.
Jet.com also fits in well with Walmart. In addition, the business model is being reinforced by the giant's department store infrastructure. The result: Walmart boss Doug McMillon offered Lore in addition to the six billion dollars for his company to become the supermarket giant's new e-commerce boss.
McMillon personally solicited Lore in 2016: "We'll get you and your team on board, get the most out of both worlds and push the thing on." After six months, Lore integrated Jet.com and added more specialists such as Diapers with strong online brands.
Walmart's steady trade is also expected to become more efficient. Recently, 63 unprofitable branches of Sams Club were closed. In the rest, customers receive substantial discounts with a paid membership card. That too is an effective defense against Amazon & Co.
Meanwhile, the supermarket corporation Target knows how to make better use of its own strengths. The Minneapolis-based company was already traded as a takeover target for Amazon because of its price weakness. The turn for the better came when Target began to send goods ordered online from warehouses for supermarkets, which were located near the customer.
Gradually, existing warehouses for the 1,800 supermarkets were rebuilt. Target saves on logistics centers for its online business. That pays off now. During the holiday weeks, 70 percent of online orders were processed in the new system. "Impressive," praises Charlie OShea, an expert in retail at US rating agency Moody's.
In the fight of the trading companies against Amazon also the reduction of the enterprise taxes decided by the US government gives the companies financial leeway to implement defense strategies. Walmart now attracts new workers with higher wages.

White spots for Bezos
They exist, the niches that even the aggressive entrepreneur Bezos has not yet conquered. The business of Home Depot is one of them. The world's largest DIY chain operates more than 2,200 stores in the US, Canada and Mexico. With services such as the laying of carpets and parquet or the conversion of kitchens and bathrooms, the Americans succeed in retaining customers.
They collect 45 percent of their orders from the online shop themselves. Also 85 percent of the returns are delivered personally. An advantage for Home Depot: Because who is already in the hardware store, often puts more in his basket than on his shopping list.
Despite Amazon's ambition to capture even auctions of works of art Fu, premium auctioneer Sothebys has successfully defended his business so far. The reason: The auction house has cultivated, confidential contacts with over 200 high-ranking artists for decades. New Yorkers successfully use their brand for online promotions and are present in social networks. Sotheby's online revenue reached over $ 180 million in 2017 and continues to grow.
Before Bezos, big ticket and concert marketers like the German CTS Eventim feel safe. Amazon, however, is upgrading its lucrative Prime business partly with the sale of concert tickets. In the UK, for example, since 2015 the Group has been offering tickets for West End shows.
However, a major attack in Europe is difficult, experts say. Ticket marketers here conclude contracts with tour organizers and not, as in the US, with event venues. But there is always a way. Easier for Amazon would be an acquisition, says Sonia Rabussier, an analyst at Commerzbank. If that pays off, Bezos hardly hesitate.
Investor Info

The world's largest builder of building materials is still doing well. Home Depot generates over 90 percent of its sales in the US. In December, the US tax bureau reported an increase in construction materials and gardening supplies of more than six percent. The market has grown 17 months in a row. Good for Home Depot. Therefore, the group should be positively surprised by 2017. Analysts expect 13 percent more profit, 2018 ten percent plus. Promising.

WalMart
Digital pulse
The defense against Amazon is in full swing. For 2017, Walmart expects $ 11.5 billion in online sales in the US – just under four percent of the volume. For the financial year starting in February, the world's largest supermarket operator expects 40 percent growth in the US online business. The infrastructure will be expanded by 1000 logistics warehouses for online shipping. Group sales are expected to increase by more than three percent. The strategy is well received by the brand.
Sothebys
Jewelry business
With auctioned jewelry totaling over $ 550 million, Sotheby's is the # 1 in the business. Total analyst-backed revenue is $ 984 million, of which $ 180 million comes from online auctions. For the current business year, a profit increase of about 20 percent is expected. Long-term promising share.